From the former trendmaster of Target comes this examination of how the power of contradictory trends can help reframe one's business strategy. 20 photos.

From the Publisher:
From the former trendmaster of Targetahow the power of contradictory trends can help reframe your business strategy

Contradictions are everywhere! These days we wear Old Navy with new Gucci, Hanes T-shirts with Armani suits, couture Chanel with vintage denim. Suburban mansions are filled with flea market finds, and we show off our Michael Graves teakettle from Target on Viking stoves in our gourmet kitchens that might even include cabinets purchased from IKEA.

When Robyn Waters began her career in the late 1970s, a trend was defined as something that everyone wanted at the same time. Fashion and business magazines proclaimed what was aina and what was aout.a Back then, it was fairly easy for companies to determine the next big trend, and ride it all the way to the bank.

In todayas marketplace the anext big thinga has been replaced by a thousand next big things. And in order to discover what consumers are hungry for companies need to discover whatas importanta]to them. Today a cookie cutter approach no longer works. Waters explains that for every trend thereas an equally valid countertrend.

In "The Hummer and the Mini," Waters explores the new trend landscape and urges companies to stop looking for the "one right answer" in their industry. There are many good ways to design products, develop a line of goods, merchandise a store, or craft a marketing message. You can thrive by selling huge cars (the Hummer) or tiny ones (the Mini). You can turn something old into something new and desirable (the Vespa) or turn a commodity into a luxury (In-and-Out Burgers at the Oscars). You can even customize a product designed for the masses (personalized postage stamps) or sell less as more (Minute Clinics).

Through lively tales of influential trends and countertrends, "The Hummer and the Mini" will show you how to live with the contradictions, make the most of the inconsistencies, and embrace the paradoxes of business as a source of fresh ideas. BACKCOVER: Praise for Robyn Waters and "The Hummer and the Mini"

aThis is a must read for marketers and innovators who want to find new opportunities amidst the conflicting signals of the marketplace. Anyone interested in growing their business will find this book to be a helpful guide, full of insights to think about trends in a new way.a
aDonna Sturgess, Vice President of Innovation, GlaxoSmithKline

aHugely entertaining and important. This book explains 21st century consumer culture in all its bewildering richness.a
aRoger Tredre, Editor in Chief, Worth Global Style Network Limited

aReading Robyn is like putting on glasses that let you see what was invisible.a aSteve Leveen, CEO and Co-founder, Levenger

aRobyn Waters presents trends in a delightfully engaging way. Unlike atrend prophetsa who spout confusing predictions, Robyn demystifies trends and makes them approachable. Robyn is a muse who inspires all of us to be open to the future by looking deeply at the present.a
aBob Thacker, senior vice president of marketing and advertising, OfficeMax, Inc.

aThis book will change how we approach many aspects of marketing. Robyn Waters undermines the marketer's historic framing of choices as aaa or aba in a world where people decide aaa and ab.aa
aRishad Tobaccowala, Chief Executive Officer, denuo (a Publicis Groupe Company)

aRobyn "knows" the future, she doesn't guess it. Her savvy, culture, and wisdom make her a living legend for telling us what comes next.a
aGeorge Beylerian, Founder and CEO, Material ConneXion

Tagged: Marketing research, New products, Fads, Consumer behavior, Forecasting